Principles of

Marketing
Fifth Canadian Edition
Philip Kotler, Gary
Armstrong, Peggy H.
Cunningham

What is Marketing?

Kotler et al:
Marketing is a social and managerial
process by which individuals and
groups obtain what they need and want
through creating and exchanging
products and value with others

Role of Marketing in
a Business Organization

Marketing co-exists in companies as an equal partner

with Operations and Finance/Accounting
In many organizations, Marketing personnel are the
natural future leaders (P&G, other consumer goods
marketers)
Some companies are naturally attuned to having
Finance experts (most banks, investment companies);
or scientists (NASA); or
Discussion: is Marketing less important in such companies?

Core Marketing Concepts1

1.
2.
3.
4.
5.

Needs, Wants, and Demands

Products and Services
Value, Satisfaction and Quality
Exchange, Transactions and
Relationships
Markets

Evolution of Business Models and the

role of Marketing
Product

Production

Selling

Marketing

Societal
Mktg

As
As business
business philosophy
philosophy has
has evolved,
evolved, so
so has
has
the
the role
role of
of marketingcustomer
marketingcustomer
satisfaction
satisfaction is
is now
now at
at the
the core
core of
of most
most
successful
successful corporations
corporations

The Marketing Concept itself

has evolved
1) Catering
Catering to
to the
the customer
customer
1)

2) Anticipating
Anticipating the
the customer
customer
2)

3) Leading
Leading the
the customer
customer
3)

Prediksi Pergeseran Pasar

Pasar
Rasional

Emosional

Spritual

Pasar Spiritual akan mempertimbangkan kesesuaian produk,

keuntungan finansial dan nilai-nilai spiritual yang diyakininya.

Spritual

Syariah Marketing

Syariah Marketing sebagai solusi

Syariah marketing merupakan suatu proses

bisnis yang keseluruhan prosesnya menerapkan
nilai-nilai Islam.
Syariah marketing sebagai sebuah disiplin bisnis
strategis yang mengarahkan proses penciptaan,
penawaran dan perubahan value dari suatu
inisiator kepada stakeholdersnya, yg dalam
keseluruhan proses sesuai dgn akad & prinsip
muamalah (bisnis) dalam Islam

Sifat Rasul dalam berbisnis

Jujur atau benar

Amanah atau dapat dipercaya

Fathanah atau cerdas dan bijaksana
Tabligh atau argumentatif dan komunikatif

Konsep pemasaran syariah :

Syariah marketing strategy u/ mind-share

Syariah marketing tactic u/ market-share
Syariah marketing value u/ heart-share

Spiritual Marketing

Adalah puncak dari marketing itu sendiri

Spiritual marketing as the soul of business
Adalah bentuk pemasaran yg dijiwai nilai-nilai
spiritual dlm segala proses & transaksinya
hingga ia sampai pada tingkat ketika semua
stakeholders utama dlm bisnis memperoleh
kebahagiaan. Bagi seorang muslim, spiritual
marketing mengandung nilai-nilai ibadah dan
diyakini mendapat ganjaran pahala dari ALLAH
SWT.